Retail Adult Incontinence in Ukraine

PROSPECTS

Enhancement of light adult incontinence hits unit price

Light adult incontinence has become more available, which positively influences its volume. As this product is actively distributed, its volume share within retail adult incontinence split has increased.

Increasing availability of retail adult incontinence stimulates sales

Retail adult incontinence has become available at more and more selling points, mainly within chained store-based retailers and internet retailing. Apart from the growing number of distribution points, more brands operating within different price segments are becoming available.

Lack of marketing support restrains growth

None of the companies support their brands with marketing promotion, so in 2018 there were still many Ukrainian adults that knew nothing about retail adult incontinence.

COMPETITIVE LANDSCAPE

Bella-Trade continues to dominate

Seni by Bella-Trade remained the leading brand in 2018 whilst slightly losing some value share. This brand is the most well-known one in the country, which positively influences its value.

Essity AB demonstrates the fastest value growth

Essity AB with its brand Tena offers the second most well-known and widespread retail adult incontinence products on the market. As Tena operates within the premium segment, its products are less affordable for Ukrainians, which explains why the brand cannot achieve a first ranking.

Ukrainian manufacturer loses value

The only Ukrainian producer operating in retail adult incontinence is Ukrvata with its brand Bilosnizhka. In 2018, it lost some value because of its low availability and relatively high unit price.

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